Babydoll wines aim to tap into NZ premium growth in UK

New Zealand wine brand Babydoll is set to enter the UK market this year to tap into growth at the premium end. 

The brand, which will make its debut at the annual New Zealand trade tasting in London this week, is named after a breed of miniature sheep which keep the grass down between the vines.

To support the plan to accelerate growth in the UK, a consumer lifestyle campaign is planned, aimed primarily at 25 to 45 year-olds and principally female wine drinkers. In recognition of the Babydoll sheep, the campaign is called “Love the Little Things” and it aims to celebrate life’s little moments. 

Babydoll wines are from the Awatere Valley sub-region of Marlborough and are made at the Yealands Estate by senior winemaker Natalie Christensen. In the UK the wines are distributed by Enotria & Coe. The line-up for the UK includes Sauvignon Blanc, Pinot Gris, Rose and Pinot Noir. The wines are sustainably produced and vegan-friendly, priced between £11 and £14.

Christensen said: “After a fantastic harvest we had a feeling this Pinot Gris was going to be something special; really focused, with these amazing lifted aromatics and beautiful concentrated mouthfeel. Receiving the Green Award in addition to the Trophy really sums up what our Babydoll wines are all about – gorgeous, sustainably produced, premium wines from New Zealand.”

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